SERVICE STRATEGY PROPOSAL FOR STUDENTS SATISFACTION IMPROVEMENT CASE STUDY: UNIVERSITAS KEABADIAN
<p align="justify">Currently education is an important thing in human life, because with education people can improve their life with a decent job to meet the needs. With the increasing awareness of the importance of education resulting in intense competition between universities. Th...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21349 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | <p align="justify">Currently education is an important thing in human life, because with education people can improve their life with a decent job to meet the needs. With the increasing awareness of the importance of education resulting in intense competition between universities. The number of emerging new universities and offering the best services and teaching at competitive rates. With the increasingly tight competition, demanding Universitas Keabadian can improve services to meet student satisfaction so as to compete with other universities and remain a university targeted by prospective students. The purpose of this research is to find services that have not fulfilled student satisfaction and how to improve the quality of the service. <br />
This research uses conceptual framework based on internal analysis which includes STP (Segmenting, Targeting, and Positioning), Marketing Mix 7p’s, and Internal Interview to know internal condition and external analysis which include PEST (Political, Economic, Socio Cultural, and Technological), Porter's Five Forces, Competitive Analysis and Customer Analysis by using questionnaire. Based on the analysis can be obtained the SWOT (Strength, Weakness, Opportunity, and Threat) of Universitas Keabadian. To be able to know services that have not fulfilled student's satisfaction, this research uses Importance Performance Analysis so it can be seen that service should be the focus for improvement in service, which are physical evidence, process, people and promotion attributes. <br />
Recommendations are given based on problems analysis and reference based on theory. The proposed strategies and changes are mainly done on the physical evidence, process, people and promotion attributes to improve the services to meet student satisfaction.<p align="justify"> |
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